The Effects of Social Class and Social Motives on Online Purchasing Intention: The Perspective of Consumers in Thailand

Abstract

Currently, online shopping is among the most popular activities of the Internet. The objective of this research, investigating the reason of the question: why does the consumer online shopping? Based on social class level and social motive in different aspect which effect intention to online shopping. There are two theories to support he phenomenal are include theory of reasoned action (TRA) and theory of plan behavioral (TPB). The empirical data was 186 collect by social network users in Thailand. The regression analysis was analysis. The result indicated that the lower social class are more likely to online shopping from social motive in conformity. In the same vein, when they are found to be similar to their social groups, they often to different a dominant presence among others in the social group. However, both effect in conformity and distinctiveness that social motive aspect are influence to online shopping intention. Especially, consumer trust is interactive force with social motive to higher effect to online shopping intention. Moreover, the suggestion for manager and academic researcher was designate to utilizing.